We all make purchases, without exception – young and old, rich and poor, educated and still learning, healthy and sick. Regardless of where we are, at what stage of life, what our social status is, or what our problems, desires, and goals may be – we all engage in buying. I’m not only referring to the most common form of purchasing, such as the transaction between a consumer and a business when we buy bread, shoes, a refrigerator, or a vacation. There are also other types of exchanges where money isn’t always the currency. Sometimes, it’s our data that grants us access to the information we seek, or it’s our attention when someone is trying to persuade us (sell us) their idea or concept. Regardless of the payment system, the buying and selling process is a constant in our lives. We dedicate a lot of energy to managing it and making the right decisions.